Some describe it as an exciting and engaging experience, a new way to "immerse" oneself in art and to interact more directly with it. It is certain that productions are multiplying and becoming popular worldwide, increasingly involving large audiences. But what are immersive exhibitions, how do they work, and can they truly redefine the concept of an art exhibition?
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"Have you ever dreamed of stepping inside a painting? With this exhibition, you can now do it," is the tempting invitation that presents itself with Van Gogh: The Immersive Experience, one of the most popular immersive exhibitions of the moment, which, starting this month, will be staged in Milan at the Lampo Scalo Farini space. But what is it about, and why does this type of exhibition experience, which is gaining increasing favor from the public and on social media, trigger great enthusiasm on the one hand and strong criticism on the other?
Venturing into an immersive exhibition means living a different aesthetic-sensory experience, which some describe as sensational and which, in any case, constitutes a new way of relating to the work of art. To allow for complete immersion, large spaces are needed (up to 3000 square meters) and a combination of technologies that includes the use of powerful laser projectors to reproduce images on walls, ceilings, and floors, large screens, sound systems, and lighting sources. In many cases, there is also the possibility of accessing virtual reality experiences that simulate three-dimensional virtual situations inside the works themselves. In this way, supporters of the genre argue that art lovers of all ages have the opportunity to transform passive enjoyment into an active and engaging experience. But is it really so?